SHKP Malls offer huge discounts amid pandemic to boost sales and traffic

The pandemic has changed customers’ spending habits, resulting in the change of strategies among brands and marketers in the new normal. To engage customers, East Point City, Landmark North and PopWalk, all of them are shopping malls under Sun Hung Kai Real Estate Agency (Sales and Leasing) launched Crazy Sale eStore to offer customers a wide range of discounts.

The campaign scooped up three gold awards in the categories of Best Use of Mobile – Customer Engagement, Best Use of Mobile – Property and Best Use of Mobile – Retail. It won four silvers in Best Customer Journey, Best Use of KOL, Best Use of Social Media and Most Engaging Mobile Campaign categories at Mob-Ex Awards 2021. It also won the most prestigious awards of Best of Mob-Ex – Brand of the Year. 

Sun Hung Kai Real Estate (Sales & Leasing) Agency's results at Mob-Ex Awards 2021:

Categories	Awards
Best of Mob-Ex – Brand of the Year	Winner
Best Use of Mobile – Customer Engagement	Gold
Best Use of Mobile – Property	Gold
Best Use of Mobile – Retail	Gold
Best Customer Journey	Silver
Best Use of KOL	Silver
Best Use of Social Media	Silver
Most Engaging Mobile Campaign	Silver
Best Insight-Driven Mobile Campaign	Bronze
Best Result-Driven Mobile Campaign	Bronze
Most Innovative Use of Mobile	Bronze

It also won five awards in the categories of Best e-Commerce Campaign, Best e-Commerce Design, Best e-Commerce Innovation, Best e-Commerce Strategy and Best User Experience at the Asia e-Commerce Awards 2021. 

Sun Hung Kai Real Estate (Sales & Leasing) Agency's results at Asia e-Commerce Awards 2021:

Categories	Awards
Best e-Commerce Design	Gold
Best e-Commerce Campaign	Silver
Best User Experience	Silver
Best e-Commerce Innovation	Bronze
Best e-Commerce Strategy	Bronze

Crazy Sale eStore was the first e-commerce platform for shopping malls of Sun Hung Kai Real Estate Agency (Sales and Leasing), which enabled shoppers to buy discounted e-coupons from over 130 merchants and gifts in advance, and come for shopping later. The campaign set itself apart from the competitors through a number of features, including attractive discounts on digital coupons of up to 90%, convenient login and online purchase process, and leveraging multimedia channels to promote.

Participating tenants from these malls consisted of beauty brands, clothing companies, restaurants, and lifestyle merchants. In addition, Crazy Sale eStore also encouraged customers to visit tenants’ physical stores for shopping by providing additional incentives, such as up to 70% discounts. Also, customers could also buy selected items such as smartphones, rice cookers and AirPods with only HK$10 after buying a pass and spending a designated amount at the malls. 

To maximise exposure, the campaign featured over 15 influencers and artists such as Shiga Lin (連詩雅), Christy Leung (梁芷珮), Joey Leung (梁祖堯) and Hailey C (陳俞希) in videos to promote products. Native and interstitial ads were launched on apps using  location targeting in Sai Kung, Kwun Tong, the Eastern District, the Northern District, Tai Po, and Shatin, while re-targeting was used at East Point City and Landmark North’s previous Campaign Clickers for 14 days.This article is sponsored by Sun Hung Kai Properties.